Trust, Social Network and Electronic Commerce Adoption

Abstract

This paper uses an empirical case study methodology to examine the impact of trust within social networks on Thai SMEs' adoption of electronic commerce (EC). In particular, the paper examines the significance of dispositional and experiential trust between social network members on EC adoption. The findings suggest that dispositional trust is a significant factor influencing the EC adoption for SMEs. These findings contrast earlier research arguing that EC adoption was significantly related to the quality and quantity of experiences amongst network members who had adopted EC adoption. The implications for government attempting to promote EC adoption by SMEs is that it has a strong role to play in informing business about the benefits of EC adoption if it is to promote its use.